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The Power of Small Business Branding Through Private Labeling
Please consider this article for publication in your newsletter
or on your website. Permission is granted to reprint for free
with resource box and byline intact. Please send me a copy of
your publication if you choose to include my article.
The Power of Small Business Branding Through Private Labeling
Your Label Says A Lot About Your Business A brand is a powerful
tool in your hands, a visual image that encapsulates a perceived
value associated with your company, product or service by
customers and potential customers. As competition intensifies,
small business owners are realizing the power of branding
through private label as part of an ingenious business strategy.
Owning your brand is not only an alluring marketing and sales
tool, it makes good small business sense. Wholesalers of private
label products offer resellers and diverse others the
opportunity to build recognition for their own company and
product, as well as develop customer loyalty. With a lead on
identity and a secure on loyalty, new and repeat sales are sure
to follow, given that your product meets consumer expectations.
The bottom line is: You will drive your revenues and increase
profits through the use of private labels.
Once thought of as a value-added, low cost substitute for higher
priced name brands, private label brands were referred to as
store or generic brands; remember the no name brand!
Interestingly, the private label perception is blossoming in
today's marketplace as the upscale alternative to national
brands. As burnt cream evolved into French crème brûlée,
consumers now consider private label brands as an affordable
extravagance. Associated with distinctive, premium quality
products and services, private labels are now positioning as
your own proprietary brand or personalized brand, and rightly
so.
Private Label Brands Are Packed With Benefits
A private label packs numerous marketing and sales benefits into
your product. The basics of any good marketing plan are simple:
Increase your customer base, increase the frequency of repeat
sales and increase the average expenditure, the question is...
how? Designed to display and impress your image and developed
around your target market, propriety label may be the answer.
Your own brand is what sets you apart from your competitors and
builds brand loyalty. Differentiating your product as a unique
brand also enables you to compete on non-price factors such as
quality. A smart move for small business because typically, they
cannot achieve sales volume levels to be a low price favorite.
Stocking name brand products does little to entice consumers
into your brick and mortar or online store. National brands are
widely distributed and can be purchased almost anywhere. A
private label will bring customers to your place of business, as
your brand is exclusive. An additional benefit is that of
product awareness, every time a customer opens your private
label product sitting on the counter top the customer is
reminded where the product was purchased.
Small businesses do not have abundant resources to spend on
large marketing and advertising campaigns like their national
competitors. Your proprietary label, imprinted on an appealing
package, is an excellent advertising item and channel. You gain
exposure and get the word out about your business and product,
requiring little effort outside your input in the label and
package design. Using a private label is a cost effective method
to market your small business.
Of course, customers will not rush back to your store and
beat
down the door for a label. Establishing the brand with a high
quality product is essential for repeat sales. Generate trust in
your brand by selecting a respected wholesaler who knows the
product and the business well. To promote consumer purchasing
the reseller must also perfect the private label to meet the
desires and expectations of the target market.
Black Tea or Decadently Rich Chocolate Chai? You Decide
Let's take a look at a fast growing, competitive segment of the
beverage industry, tea, to see how the benefits of private label
are put into practice. Once trailing far behind the specialty
coffee market, tea is now surging in the popularity and so are
the sellers. The trend is driven by consumer lifestyle shifts
toward good health, luxury and pleasure. Specialty tea is
forecasted to become a major portion of the tea industry. Demand
is stimulated by the new products available as consumers seek
extraordinary and exotic tea flavors.
It is essential reseller's offer a quality product from a
knowledgeable wholesaler supplier, as product choice can make or
break a business. Working in partnership, the private label
wholesaler and reseller will bring together knowledge,
experience and creativity in the design of a captivating label
and appealing package. With endless choices, from loose leaf to
tins, the finally product is presented to exceed the reseller
and final consumers expectations.
An up and coming leader in the national spa market, exhale spa
promotes a whole body rejuvenating selection of services based
upon the wisdom of traditional healing and movement therapies.
To enhance the relaxing ambience of the spa, exhale serves their
own signature tea blends, formulated and packaged by Lapis
Teahouse, a provider of premium private label tea. Resellers
turn to Lapis Teahouse (http://www.lapisteahouse.com) and other
select wholesalers that offer both private label and custom
blending services for a competitive advantage. Private label
companies build trust in a brand by selecting and custom
blending extraordinary teas for flavor, aroma, and quality.
Exciting new products are designed to fit the customer's unique
needs and compliment their business image. Private label
producers serve a diverse customer base, and each benefit by
selling a private label brand. From a nutrition center
prescribing the health benefits of organic herbal tea, to an
elegant teahouse serving a taste of luxury for tea connoisseurs,
a brand can be developed to reflect and project your image. You
don't have to be a reseller to capitalize on the rewards of a
unique identity. The private label extends into the service
industry to enhance professional services and company ambience.
Small business branding through private labeling conclusively
builds company and product recognition. Positioning your unique
product through private label, aimed at your target market,
results in an effective, low cost-effort marketing strategy. It
is the solution to getting customers into your store and back
again and again... If your company is competing in the beverage
or any other industry by using other brands, consider the
benefits of your own proprietary brand. No matter how you label
it, small business branding through a private label wholesaler
is powerful marketing!
About the author:
Jake Mayer is the owner of Lapis Teahouse, a
manufacturer of private label tea and custom blend herbal
products that works with both large and small companies. He can
be contacted to build your brand at jake@lapisteahouse.com
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